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10 marks

Product placement is a form of advertising in which a company’s products and name are intentionally positioned in motion pictures, television programs, radio broadcasts, and the like to increase brand awreness. Product placement can take many forms: verbal mentions in dialogue; actual use by a character; or visual displays (for instance, a company logo on a vehicle or billboard). Develop a theoretical framework on this issue, based on a review of the current literature. This framework should include:

a. a specification and definition of an appropriate dependent variable;

b. a conceptual model that describes the relationships between the dependent variable, at least one

independent variable, and either a moderating or a mediating variable;

c. a theory on why you would expect these relationships to exist;

d. an appropriate number of testable hypotheses.


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